PropNex steps into street style with fresh merch for realtors

Real estate agency PropNex is stepping beyond property and into fashion with a fresh merch drop designed for its agents. The new line blends practicality with a touch of street style, offering a sleek athleisure-inspired jacket alongside accessories such as a lanyard, ID tag holder, tumbler and laser pointer, all of which are everyday tools reimagined with a stylish edge.

In an Instagram post, PropNex called the new look “next level,” positioning the gear as a badge of pride for its network of realtors. Rather than using professional models, the campaign keeps it authentic by featuring actual PropNex agents who are top performers that have been recognised as standouts within the company.

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The launch is part of a bigger moment for the homegrown agency, which is marking its 25th this year. It also follows the recent release of CEO Ismail Gafoor’s book, I am not good enough, which reflects on his journey and the agency’s growth story.

With its new drop, PropNex is tapping into a growing trend of brands, even those outside the lifestyle space, using merch as a way to build culture, community and pride among employees.

“The launch of our branded merchandise marks an exciting new chapter in PropNex’s journey. More than just apparel or accessories, each piece is a reflection of our values, energy, and pride in what we’ve built over the past 25 years. We see it as a fun yet meaningful way for our salesforce and staff to wear their PropNex pride and be part of something larger," said Eddie Lim, chief agency officer of PropNex when MARKETING-INTERACTIVE reached out.

The merch was a collaborative effort lef by agency vice president Ken Ng, and will be rolled out through various touchpoints, including PropNex internal platforms, events, and official social media channels such as Instagram, TikTok and Facebook.

The merch also comes after the agency unveiled a refreshed logo earlier in March this year. The rebrand signaled a new phase of growth and strategic direction and marked its first major rebrand since its founding in 2000. 

The rebranding extends across Singapore and regional markets and aims to reflect the agency’s evolving identity and commitment to staying at the forefront of the real estate industry.

More than just a visual update, the refreshed logo symbolises PropNex’s bold intent to enhance customer experience, embrace digital transformation and strengthen its presence with over 16,000 salespersons regionally under its wing.  

Meanwhile, other brands that have also moved into fashion with merch drops include digital media company Mothership. Back in August last year, the media company collaborated with Singaporean virtual and urban artist Toby Tan, better known as Tobyato to unveil bold and quirky T-shirts. 

The T-shirts featured Mothership's logo and text which read "Locally sourced", "Free range news" and "Any fresher you'll have to create the content yourself." 

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